Bud Bowl 2006 to Provide Top Entertainment Leading Up to Pro Football Championship in Detroit

Bud Bowl 2006 to Provide Top Entertainment Leading Up to Pro Football Championship in Detroit

'Club 1620' at Tiger Stadium Hosts Gridiron Gathering

DETROIT, Dec. 16 /PRNewswire/ -- On Sunday, Feb. 5, 2006 football fans from around the world will converge on Ford Field for the pro football championship. But in the days leading up to the big game, thousands of fans will gather at another local landmark.

Anheuser-Busch and its Detroit-area wholesalers will stage two special concerts in advance of the upcoming professional football championship in Detroit. The concerts will be held at "Club 1620" in Tiger Stadium, a special climate-controlled environment created especially for Bud Bowl 2006. Entertainment will be announced in early January.

"Club 1620" will be situated on the infield of Tiger Stadium, enclosed in a 132 foot by 230 foot climate-controlled expo hall. So while the February temperature may be frigid in Detroit, the atmosphere will be "hot" in "Club 1620."

Budweiser and Bud Light will stage two of Detroit's must-see "One Night Stand" concerts on Feb. 3-4, beginning at 8:30 p.m. Adult consumers 21 and older must have tickets to attend these concerts, which can be obtained through radio-station giveaways and at promotions in area bars, clubs and restaurants. There will be no tickets available at the door.

"Budweiser and Bud Light have been an integral part of Detroit for many years, and we want to add to the excitement of championship weekend by bringing top entertainment to the Motor City in a unique location," said Phil Kazer, region vice president. "These 'One Night Stand' concerts will be the hottest tickets in town, plus we have a few other surprises for our special guests, that will add to their enjoyment."

"We are excited to host the Bud Bowl event at Tiger Stadium. With all of the exhilaration surrounding the professional football championship game across the city of Detroit, it is only fitting that this venerable sports venue be included," says Walter Watkins, chief development officer, city of Detroit. "Anheuser-Busch has a reputation of staging first-class, top shelf events, and we're proud to offer this entertainment to the citizens of Detroit in what will be a very unique setting."

Guests will enter at the Trumbull Avenue entrance to Tiger Stadium and will be greeted by Budweiser and Bud Light ambassadors. They will be escorted through a gallery of Sports Illustrated Super Bowl and swimsuit edition covers from the past 10 years.

"Tiger Stadium will be coming back to life for these special 'One Night Stand' concerts in what may be the final official events at this historic venue," says Kazer. "And while the party inside will be the place to be, we'll make accommodations for an observation deck where our special guests can view the old diamond and the dugouts at the stadium."

Once guests arrive in the entertainment area, they'll be greeted by music, dancing, a light show and video monitors strategically located throughout the expo area. Consumers will have the opportunity to purchase Budweiser, Bud Light and Budweiser Select in sleek aluminum bottles as well as 180 energy drink.

Anheuser-Busch, now in its 18th straight year as the exclusive beer category sponsor of the Super Bowl broadcasts, holds category advertising exclusivity on telecasts through 2006. The company is scheduled to air the equivalent of 10 30-second spots, including the coveted first ad after the opening kickoff during the 2006 game broadcast on ABC.

Bud Bowl has evolved from television commercials featuring a football game with "battling bottles" 17 years ago to a fully-integrated sales promotion. The program now annually includes special retail events and concerts in the city that hosts the pro football championship game. It is recognized as one of the most successful beer promotions in history.

Bud Bowl 2006 is presented by Budweiser and Bud Light, the world's best- selling beers. Budweiser has sponsored the Detroit Lions for more than 25 years, and Budweiser and Bud Light are the "official beer sponsors" of 28 of 32 NFL teams locally.

Based in St. Louis, Anheuser-Busch (NYSE:BUD) is the leading American brewer holding 50 percent of the U.S. beer market. The company is American- owned and brews the world's largest-selling beers, Budweiser and Bud Light. Anheuser-Busch ranked first in the U.S. beverage industry in FORTUNE magazine's 2005 "America's Most Admired Companies" and in the top 30 on FORTUNE's 2005 "Global Most Admired Companies" list. The company is one of the largest theme park operators in the United States. For more information, visit http://www.anheuser-busch.com/ .

Source: Anheuser-Busch

CONTACT: Bill Mueller of Anheuser-Busch, +1-314-577-4017,
william.mueller@anheuser-busch.com

Web site: http://www.anheuser-busch.com/

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